(Editor: Leona)

As the global home textiles industry reflects on another hugely successful edition of Heimtextil in Frankfurt, attention has begun to focus on its sister show in Asia – Intertextile Shanghai Home Textiles – which will be held from 26–28th August. This year marks a new era for Asia’s largest home textiles event which will relocate to the recently completed National Exhibition and Convention Center (Shanghai) – the world’s largest fairground. The fair will be take place across approximately 160,000 sqm.

In addition to the benefits of moving to the new fairground – which is located closer to surrounding textile manufacturing bases than the previous venue, and adjacent to a key transport hub with links to the rest of the country and throughout Asia – recent economic data from China also highlights great opportunities for overseas suppliers according to fair organisers Messe Frankfurt.

“Despite slower growth overall in the Chinese economy, the domestic housing market is still relatively strong in most cities across China,” says Wendy Wen, senior general manager. “Not only is it new building projects that are keeping home textile import figures strong, but also home renovation projects which are becoming an increasingly important sector of the market.”

The China Home Textile Association calculated that home textile imports into China reached $2.5b between January and October 2014, with a large proportion of this in premium bedding products and upholstery fabrics for the high-end market. In a further boost for the industry, the value of home renovation projects is forecast to exceed $48b annually, with annual growth of around 30% predicted according to a domestic home living website. Textile products account for around 25% of the total cost of home renovation projects in China.

It is not only the economic data that shows the potential for overseas suppliers however, but consumer trends in the Chinese market too. “Chinese consumers are increasingly placing more emphasis on the quality and design of home decorations, so the furniture and interior design market has grown rapidly in recent years,” Wendy continues. “A gradual change is occurring too where buyers are attaching more importance to quality, style and trends, and less to cost which can only benefit those suppliers in the mid-range and high-end sectors.”

Following the domestic market’s continuing demand for premium European products and brands, this year’s Exquisite Europe is already attracting strong interest from exhibitors. In 2014, 103 suppliers from 16 European countries took part, with many reporting strong interest in their products.

“Buyers at the fair are looking for high-end items, and German products in particular are very popular with Chinese consumers at the moment,” underscored Michael Bauer, Managing Director of bedding supplier Curt Bauer GmbH.

Some of the industry’s leading editors brought premium brands to last year’s fair, looking to take advantage of the increasing interest in high-end design products in China. Editors such as JAB, Designers Guild and LaCanTouch have already confirmed their participation in the 2015 fair.

No longer just a fair focused on fabrics and bedding, Intertextile Shanghai Home Textiles has placed increased importance on the entire spectrum of home textile products, including design services, in recent years. Last year’s wallcoverings zone was well-attended by buyers, with Clarke & Clarke, Brentano and Desima just some of the big brands that took part as exhibitors. As one of the fastest growing segments in the domestic market, this zone is attracting strong interest from overseas suppliers this year.

Carpets and rugs is also another product category increasing in prominence at the fair. Handmade carpet manufacturers from Pakistan and India reported strong enquiries from buyers in 2014 as this sector gains interest from consumers in China. Another growing feature of the fair that matches market demand is the Intertextile Design Boutique which features original artwork and design resources from overseas and domestic studios. Rounding out the product categories, non-textiles also feature at the fair with a number of sun protection systems and curtain accessories suppliers taking part.

Intertextile Shanghai Home Textiles Autumn Edition is organised by Messe Frankfurt (HK) Ltd; the Sub-Council of Textile Industry, CCPIT; and the China Home Textile Association.